Founder Story: Moss Pure by Jamie Mitri

Here's a standout startup to watch: Moss Pure, a visionary in the world of eco-friendly decor. Founded during the MIT Lebanon Challenge in June 2020, where it claimed first place, Moss Pure has redefined interior greenery by pioneering the use of live moss that doesn't require constant care or watering.

This innovation addresses a significant market gap, as most moss products are either preserved or dried and no longer living. Moss Pure offers a sustainable, maintenance-free alternative that keeps live moss vibrant without daily upkeep.

Join us as we delve deeper into how Moss Pure is bringing lasting greenery into homes and offices, straight from its founder, an expert with 20 years in chemical and environmental engineering.

I'm a Chemical and Environmental Engineer with 20 years' experience in biology and engineering. I founded Moss Pure at a startup competition at MIT (MIT Lebanon Challenge) in June 2020 where it won First Place Startup.

Using innovative science, I created the world's only 100% live moss wall art that doubles as a certified air filter and stress relief device. No watering, sunlight, or maintenance is needed because of the science built into our designs. All while being a stunning, exclusive and unique piece of decor in your luxury home and business.

Moss Pure, established during the MIT Lebanon Challenge in June 2020, quickly distinguished itself by winning first place for its innovative approach to eco-friendly decor. Unlike other companies in the market, Moss Pure specializes in sustainable, live moss products that require no maintenance, filling a significant gap in the indoor plant decor market.

The founder, a seasoned Chemical and Environmental Engineer, leveraged two decades of expertise to develop Moss Pure's signature offering: living moss wall art that remains vibrant without the need for water or sunlight.

This groundbreaking product not only enhances aesthetic appeal but also functions as a certified air filter, contributing to healthier indoor environments. Recognizing the limitations of traditional preserved or dried moss, which often involve harmful chemicals and lack durability, Moss Pure set out to offer a living, breathing alternative that aligns with modern environmental consciousness.

By integrating science with sophisticated design, Moss Pure has created a unique product that captures carbon dioxide and pollutants, making it a leader in sustainable home and office decor. As the company continues to grow, it remains committed to innovation, aiming to introduce new designs and expand its impact on air quality and interior design aesthetics.

During the MIT competition, I found a gap that customers wanted stunning live moss wall art without needing to water it. No other company was able to use live moss because they didn't have the science figured out. They were just trying to take live moss and add it on a decor piece. You can't do that.

If you were to just take live moss and attach it, it wouldn't survive for more than a few days and it would need excessive watering. This is why to this day, the moss wall art you see on internet is actually preserved moss or dried moss, which are no longer living. Preserved moss has several disadvantages. It doesn't last, it is made of low quality and toxic chemicals, and it has a strong chemical smell.

I used my 20 years' experience in biology and engineering, and conducted research and development with live moss for almost a year to engineer our products. I created an innovative, patent pending live moss wall art, air filter, and stress relief device. I didn't want the product to look like a scientific device. So, we use interior and fashion design techniques to also create unique and exclusive custom moss wall art that are visually stunning and conversation starters. We are not just adding moss to a frame.

And we are not adding the moss you see outside in your lawn or garden. There's a lot of science that goes into making our products. While I was creating Moss Pure, I noticed that other moss companies were making claim that their products were air filters without any lab testing to confirm these claims. You can't make claims like that without air quality testing from a certified US lab. Also, preserved moss cannot purify air because it's no longer living.

So, I designed our multi-layered air filter and had it certified in a US laboratory for air quality. Results showed that every square foot of our live moss captures 300,000 ppm of carbon dioxide, and millions of pollutants (dust, allergens, toxic gases, metals, bacteria, and viruses). I designed Moss Pure to take on allergies as myself and my family suffer from severe allergies.

We are the only plant-based and moss-based product to have certified lab testing results. Another thing is that plants that are naturally air purifying don't actually make an impact on your air quality. These plants will, for example, take 20 years to filter out only 0.2% of your space. I wanted to create a live moss air filter that had an impact on your air quality, and that's exactly what I did with Moss Pure.

I gained worldwide and national news after winning the MIT Lebanon Challenge. The United Nations then heard about us and in August 2020, Moss Pure won Top 10 Startup Worldwide at the United Nations Youth Leadership Program for Social Innovation. That generated press. The media and press has helped us get our story across.

We've been included in Forbes, Yahoo, Homes and Gardens, The Boston Globe, and Oprah Daily added our MossPure Minis (tabletop decor and air filter) to her list of Graduation Gifts They'll Actually Use. We've also won more awards from our peers and customers.

Moss Pure was just named as 2023’s Best Living Wall Solutions Provider in the US by Corporate Vision and 2023's Most Innovative Biotechnology and Life Sciences Company by the Providence Business News.

Moss Pure is so innovative. I have to explain the science and innovation behind it. I took a big risk in making a scientific device aesthetically pleasing. That has never been done to this point before. Other air filters look bulky and just don't have a modern or luxurious aesthetic.

There's nothing out there in the world like Moss Pure. It's ahead of its time. And while it's super exclusive and cool, there are risks that I took in taking this route.

I bootstrapped the entire way. I didn't want an investor involved unless he or she could add significant value. I had opportunities but at the time, I was doing fine on my own. I work in Biotechnology so my salary and my scientific and design expertise has really helped me do this.

No one else has the expertise that I have to create Moss Pure. Moss Pure is my own creativity and my own science. It's my piece of art that I'm sharing with the world.

I didn't take that route but I will say that as a woman entrepreneur, there are not a lot of fundraising options or resources. It's incredibly difficult.

The goal is to continue elevating our customers’ spaces with unique and custom pieces. This includes collaborating with the following:• Luxury and Modern Homes• Hotels• Restaurants• Office Buildings and Lobbies• Doctor’s offices, etc.

If you are reading this article and are interested in an innovative and stunning decor piece for your space, please reach out to me or visit www.mosspure.com so that we can collaborate! .

Moss Pure is innovative and creating the trends. I'm excited to be a trailblazer and create custom, beautiful living moss decor for our customers.

Entrepreneurship is difficult - I knew this going in. And I am a tough person and can handle a lot. I will never give up. I would give myself reassurance that my motivation and work ethic would really help me out.

I'd be more easier on myself during the hard times - I am learning a lot in this process both professionally and personally.